Principles of Marketing Hnd

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HND BUSINESS MANAGEMENT

Module Study Guide:

Unit 4: Marketing Principles

Academic Year: 2012/13
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School: IT & Business

Faculty: Business and Financial Management

Director of studies: Faisal Shahzad Malik

Asst Director of studies: Chandika Bhatta

Course Leader: George Reginald Anokye

Lecturer: Muhammad A. Tabassum

Date of approval:

Table of Contents

Introduction……………………………………………………………………………………………………………………… 3

Supporting Materials…………………………………………………………………………………………………………. 4 - 5

Weekly Course Schedule…………………………………………………………………………………………………… 6

Teaching Methods…………………………………………………………………………………………………………….. 7

Assessment Method…………………………………………………………………………………………………………. 7

Assignment Briefing…………………………………………………………………………………………………………… 8 – 20

Introduction

This is a broad-based unit which gives learners the opportunity apply the key principles of marketing. Firstly, the unit looks at the definitions of marketing, and what is meant by a marketing orientation and the marketing process. Next, learners consider the use of environmental analysis in marketing and carry out their own analyses at both macro and micro levels. They will also investigate the importance of market segmentation and how this leads to the identification and full specification of target groups. Learners then consider buyer behaviour and positioning. The unit looks at the main elements of both the original and the extended marketing mix. This includes an introduction to the concept of the product life cycle, new product development, pricing strategies, distribution options and the promotion mix. Finally, learners will develop their own marketing mixes to meet the needs of different target groups. This includes considering the differences when marketing services as opposed to goods. A range of other contexts is examined including marketing to businesses instead of consumers and the development of international markets.

Aims
On successful completion of this unit a learner will:

• Understand the concept and process of marketing

• Be able to use the concepts of segmentation, targeting and positioning

• Understand the individual elements of the extended marketing mix

• Be able to use the marketing mix in different contexts.

Skills
By the end of the module students should have developed skills in: a) Communication and literacy: through writing students will develop effective writing skills for variety of purposes. They will develop skills in the use of appropriate words, showing commas, full stops and clearer understanding of sentences.

b) Problem solving: through the identification of models; formulating an appropriate strategy to answer this question; and evaluating the appropriate tools used in problem solving. c) Independent learning and working: through completing a sustained self-directed piece that necessitates self-reliance, planning, flexibility, managing information, self-criticism, reflection and resilience.

d) Information and communications technology: appropriate software such as Microsoft word for assignment submission and PowerPoint for presentations

Supporting Material: Resources

Brassington F and Pettitt S — Principles of Marketing 4th Edition (Financial Times/Prentice Hall, 2006) ISBN: 9780273695592

Kotler P et al — Principles of Marketing, 5th Edition (Financial Times/prentice Hall, 2010) ISBN: 9780273743279

M. S. Wilson and Colin Gilligan, Strategic Marketing Management: Planning, Implementation, and Control, 3rd Edition (2005), Butterworth-Heinemann, ISBN: 0 7506 5938 6

Baines, P. Fill, C. and Page, K. (2008), Marketing, Oxford, ISBN: 9-780199290437

Palmer, A. (2009), Introduction to Marketing Theory and Practice, 2nd Edition,...
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